It's no secret that marketing has changed. Traditional techniques no longer work like they used to. There is a solution, content marketing. Its success is driven by: * Attracting visitors with content, search engines, and social media * Optimizing customer conversion, nurturing, and retention * Continually improving using deep analytics and insight Over the course of this extended five-session workshop, we will present a complete system for marketing the right way. We will cover the strategies and tactics leaders are using to produce extraordinary results on today’s Internet. This workshop will go beyond methodology, revealing an integrated suite of tools for building the ultimate content marketing platform. Session 1: Get Strategic: How leaders are growing their business on the modern web For a preview visit getcm2.com

1. Build a
Content Marketing Machine
flickr.com/photos/zigazou76/3622235298
Session 1: Strategy
Increase Your Leads and Grow Your
Business

2. Session 1: Get Strategic: How leaders are growing their
business on the modern web
Session 2: Manage Right: Building state-of-the-art websites
that look great on all devices
Session 3: Attract the Masses: Content, SEO, and social
media that drives traffic and engagement
Session 4: Convert More: Driving sales by optimizing lead
conversion and customer retention
Session 5: Work Smarter: Measuring and maximizing results
with intelligent analytics

3. If you have more money than brains,
you should focus on outbound
marketing. If you have more brains
than money, you should focus on
inbound marketing.
-Guy Kawaski

4.  Telemarketing = Caller ID & No Call Lists
 Direct Mail = Junk Mail Blindness
 TV Advertising = DVR / Netflix / Hulu
 Radio Advertising = Sirius / XM / iTunes
 Trade Publications = Blogs & Forums, etc.
Marketing Effectiveness
People are sick and tired of being
interrupted and have become experts at
blocking out marketers!

5. Who Moved My Customers?

6. http://www.flickr.com/photos/wwworks/864731205
Interrupt and Repeat
Push Marketing
flickr.com/photos/38659937@N06/5752344624/
Delight and Engage
Pull Marketing

7. The "Inbound Process"
Attract
Convert
Improve
Delight your
audience
Delight
stakeholders
Do it
better

8. A Typical Website's Structure
Brochure Content
Sales Leads
Contact Us Form

9. The Inbound Process
Principle #1:
Attract

10. Attracting visitors is all
about creating remarkable
content.
Remarkable content attracts links from other
websites pointing to your website.
Remarkable content is easily and quickly spread
through social media - Twitter, Digg, Reddit and
LinkedIn, among others.
Remarkable content is the secret to ranking high
in search engines year in and year out.

11. Creating A Great Attraction Website
Attraction Content
Wiki
Photos Podcasts
Videos
Blogs
Infographics
Brochure Content
Sales Leads
Contact Us Form

12. 0
100
200
300
400
500
600
700
800
None 1 to 2 3 to 5 6 to 8 9 to 15 Over 15
B2B
B2C
Blog Posts per Month
traffic
index
Impact of blogging on website traffic
Companies that blog
2-3 times a week get
3.5x
more traffic
than companies
that don’t
Source: HubSpot 2013 Marketing Benchmarks report

13. Blog Posts per Month
new lead
index
Impact of blogging on new leads
0
200
400
600
800
1000
1200
1400
1600
1800
None 1 to 2 3 to 5 6 to 8 9 to 15 Over 15
B2B
B2C
Companies that blog
2-3 times a week get
5.5x
more new leads
than companies
that don’t
Source: HubSpot 2013 Marketing Benchmarks report

14. Where to start?
The best place to start is by reading other
industry-related blogs, user forums or
competitor websites.
What do they say that interests you?
What topics are they discussing?
What information can you offer to help people?

15. What do great blogs offer?
The ability to quickly post remarkable content.
The ability to organize content by topic and offer
additional resources to the reader.
The ability for readers to engage with your business
through commenting.
The ability for readers to share your content with friends,
family, bosses and co-workers.
The ability to optimize your posts so that search engines
can organize and rank them.
The ability to incorporate responsive multimedia and
design elements to provide a glossy look on all devices.

16. Quick Guide to Blogging:
Setup your blog on YOUR domain
(yourdomain.com/blog, blog.yourdomain.com).
Create remarkable content in different flavors
(how-to’s, industry articles, links, guest blogs)
with search-friendly, catchy titles.
Promote your content through e-mail,
newsletters, social media, and RSS digests.
Start commenting on other people’s blog.
Write often and be patient.

17. Social media has a 100%
higher lead-to-close rate
than outbound marketing.
-State of Inbound Marketing 2012

18. Add Social Sharing To All
Relevant Pages
Social Media Website
Allows users to share
your content.
Creates additional
“bridges” to your website.
Makes it easy for employees to
share remarkable content.

19. Quick Guide to Sharing:
Setup AddThis or ShareThis on all relevant
pages of your website (all blog pages, press
releases, news, events, bios, etc.)
Setup your social profiles on all relevant social
media sites (LinkedIn, Twitter, Facebook, Digg,
Reddit etc.)
When you create content within your blog, share
your content with all your social media
connections and ask co-workers/readers to do
the same.

20. 44% of online shoppers begin
by using a search engine.
-Shopping and Personal Finance
70% of links users click on are
organic, not paid.
-Marketing Sherpa
60% of all organic clicks go to
the top 3 search results.
-Business2Community

21. Factors for Ranking Well:
On-page SEO – Choosing the keywords that you
want to eventually rank for; optimizing content,
titles and writing effective page descriptions.
Off-page SEO – Getting others to link to your
content using keywords from your content.
Code – Writing great code that structures your
data in a way that search engines understand.
URL Structure – Creating URLs that describe
your content hierarchy.
Content Structure– Correctly use body tags
(headings, strong) & meta tags (title, description).

22. of users admit to making judgements
about a company’s credibility based on
their website’s design.75%
of a website user’s first impressions are
design-related.94%
of B2B customers search the web before
making a purchase decision.85%
-Stanford Web Credibility Research

23. 2.9%
6.1%
10.9%
17.0%
28.9%
33.4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
2010 2011 2012 2013 2014 2015*
Percent of web pages served to mobile phones
Growth of Mobile Web Use
Source: Statista.com
For the first time, in 2014
Americans used
smartphones & tables
more than PC’s to access the Internet
- comScore

24. 61% of people say they are likely
to leave a site if it isn’t mobile
friendly.
-Gomez

25. 19.5%
46.6%
gain loss
On Apr 21, 2015,
Google rolled out a
mobile friendly
update.
Nearly half of non
mobile webpages
lost rankings.
Mobile-Friendly Impacts SEO
- Stone Temple Consulting

26. Making a Great Impression
on Any Device
Build your site’s theme using a responsive
framework. rec: Twitter Bootstrap.
Define breakpoints based on widths of
popular screen sizes.
phones (<768px), tablets (>768px), desktops (>992px), large screens
(>1200px)
Brand like a publisher; create a style guide
for key design elements.
Define how page layouts and design
elements work for or each breakpoint.

27. Creating a Great Attraction Website
High-impact look
Style guide integration
Multi-media responsive (mobile)
Fast load time
Impress
Taxonomy
Quality search
Recommendations
Social commenting
Social sharing
Subscribing
Engage
SEO
Social sharing
Feeds
Email promotion
Promote
Brochure Content
Sales Leads
Contact Us Form
Attraction Content

28. The Inbound Process
Principle #2:
Convert

29. A site that converts well allows marketers to
focus less on generating huge amounts of traffic.
Conversion is the science of
getting users to take action.
Conversion is what increases leads, sales and
retention.
It is important to provide multiple ways for visitors
to engage versus simply calling or buying
something from your site (subscribing to
newsletter, downloading an eBook, etc.).

30. Nurturing Visitors to Customers
Visit from Google
Read a post
Positive first
impression
Sales call
Share on social
Found post
Highly valuable
Give marketing permission
Enticed by
premium offer
Impressed by
premium offer
Register for follow-up offer
Impressed by
followup offer
willingness to engage
depthofengagement

31. The Conversion Process
Contact Us Form
Sales Leads
Attract
Convert
Improve
Content
Search Social Media
Calls-To-Action
Attraction Content
Marketing Leads Nurturing
Thank You PagesLanding Page

32. 0
100
200
300
400
500
600
None 1 to 5 6 to 10 11 to 15 16 to 40 Over 40
Leads
Leads
Landing Pages
lead
index
Impact of landing pages on leads
Companies that have
20+ landing pages get
3.5x
more leads
than companies
with less than 5
Source: HubSpot 2013 Marketing Benchmarks report

33. Removing all navigation elements
increases chance of form submittal.
Landing Page Optimization
Offer must be valuable enough
for a person to share their
personal information.
Optimizing the number of form
fields can significantly increase
form submittals.
Include a visual and a brief summary
of the benefits of the offer.

34. CTA Examples

35. CTAs promoting eBooks get almost twice the
click-through-rate as emails promoting webinars.
Effective CTAs
CTAs in contrasting colors to the website
generate more clicks.
Using matching action verbs on headlines and
buttons is more effective than using different
words.
Matching CTA offers to the page’s subject and
visitor interest dramatically increases click
through.

36. Lead Nurturing
search
engines
ToFu MoFu BoFu

37. Calls-To-Action
Inbound Marketing Website
Traffic
Sources
Content
Conversion
Audience
Sales LeadsMarketing Leads Lead Nurturing
Sales RequestToFu Offers
Attraction Content Brochure Content
Search EmailSocial Media

38. The Inbound Process
Principle #3:
Improve

39. Work smarter: Understand which activities
produce better value.
The Real Value of Metrics
Drive results: Maintain focus on key performance
indicators (KPI).
Gain an edge: Leverage unique insight via
intelligence gathering.

40. Install Google Analytics.
Getting the Most From Analytics
Use goals and valued events to measure all
valuable activities.
Tag users to track what key people are doing on
your site.
Use custom dimensions to track potentially
meaningful page and visitor attributes.

41. What provides
the most value?

43. Focus on KPIs

44. Insight through Intelligence

45. Marketing
Automation
Widgets & AppsSocial MediaAnalytics
Visitor Intelligence
Keyword scoring
Keyword rankings
ROI tracking
Network scoring
Clickback tracking
Campaign scoring
Clickthrough tracking
Inbound Marketing Website
Social shares
Comments
Video plays
Impressions
Clicks
Conversions
Traffic
Valued events
Goals
Segmentation
Page views
Conversions
Clickstream
Segmentation
Scoring
Traffic
Sources
Content
Conversion
Audience
Intelligence
Sources
Search Social Media Email
Attraction Content Brochure Content
Calls-To-Action
ToFu Offers Sales Request
Sales LeadsMarketing Leads Lead Nurturing

46. Thank you!
Tom McCracken
LevelTen Interactive
Director
Phone: 214.887.8586
Email: tom@leveltendesign.com
Twitter: @levelten_tom
Blog: leveltendesign.com/blog/tom
LinkedIn: linkedin.com/in/tommccracken